Earlier this week, I shared what associations and nonprofits can learn from the targeting strategies of the Obama Presidential Campaign.
After posting the story, I received this Forbes’ micro-targeting story titled How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did.
Can you believe the information that companies have on their customers? A few years ago, I was told that Lowe’s (well, it may have been Home Depot) knew that buyers of farm-grown Christmas trees visited their stores 17 times during the year and made more purchases from the store than fake tree buyers. While I can’t recall the specific numbers, I remember thinking about the amount of data collected about us based on our purchases.
You can look at this in one of two ways:
- All this data collection is an invasion of our privacy.
- This data-based knowledge helps reduce waste as companies can target ads and mail to our specific needs.
So, the bigger question for associations and charities is how can we do a better job at mining the data we have about members, prospects, donors? And, what additional information should we be gathering? “Name, rank and serial number” (e.g., key demographics) we have normally collected just won’t be enough for future micro targeting.
What are the best Customer Relationship Management (CRM) tools out there that would allow associations and nonprofits to enhance their marketing through this type of micro-targeting? And, are there products that smaller nonprofits can afford?